1. CONFIDENTIAL - Draft not for circulation outside QRCA Board of Directors Qualitative Research Consultants Association Foundations of the Brand

2. CONFIDENTIAL - Draft not for circulation outside QRCA Board of Directors Brand Vision Qualitative research provides inspiration and guidance to enhance customer knowledge for sustainable competitive advantage. The Qualitative Research Consultants Association (QRCA) provides industry- leading resources that are essential to its members and the professionals who use research. Our Goal is to promote excellence in the field of qualitative research by pooling experience and expertise to create a base of shared knowledge Pillars of the Brand Passion Talent Inspiration Our Core Values Passion for knowledge RespectSharingEthicsCreativity

3. CONFIDENTIAL - Draft not for circulation outside QRCA Board of Directors Passion for knowledgeRespectSharingCreativity Ethics By nature, we are curious, open- minded questioners who love to learn. Increasing collective knowledge and insight is what we do. Our respect for the individual drives our role as the voice of the consumer. We are gracious and caring in all our interactions. We support and encourage one another in a collegial environment. We share our knowledge, skills and expertise with each other and the Association. We develop imaginative, inspired, and innovative research approaches and solutions. We uphold the highest standards of ethical and professional behavior in our work and in all our relationships QRCA Core values

4. CONFIDENTIAL - Draft not for circulation outside QRCA Board of Directors QRCA Brand Positioning for Members Brand Identity Brand Personality Emotional Brand BenefitsBrand Image Membership Rationale Functional BenefitsCore Essence What facts and symbols represent the brand? What is the brand’s character or personality traits? How does the brand make me feel? What does the brand say about me to others? What does membership do for me? What are the physical characteristics of the brand? What are the core brand values? Teal and gold Q logo Members around the world Qually Award for Excellence in QR Knowledge- able but down-to-earth Tolerant Accepting, warm, caring Stands for insight in all its forms Qualitative is what we are all about Confident Supported Empowered Connected I am a professional I am committed to personal development I contribute to my profession I contribute to the organizations we serve Education & professional development Worldwide network of professional colleagues Partnering & networking to build business Mentoring and support Opportunity to enhance professional image through speaking & publishing QRCA Website Electronic & print publications Conferences Chapter & SIG events Qcast webinars Volunteer opportunities & recognition Online forums Member directory Affiliation with AMA International scholarship Passion for knowledge Respect Sharing Creativity Ethics

5. CONFIDENTIAL - Draft not for circulation outside QRCA Board of Directors Detail of Functional Benefits for Members QRCA Website Electronic & Print PublicationsConferences Volunteer Recognition Program Online Forums Member Directory Affiliation with AMA QRCA Website Find a researcher directory Breakthroughs micro-site Competencies Articles VIEWS magazine Electronic member newsletters o Connections o NewsBites Annual member conference International Joint Conference Symposium on Excellence in QR President’s award Mary Anne Pflug Spirit award Rising Star Award Kudos program Leadership dinner Private members forum LinkedIn discussion group Public online Members only print GreenBook alliance Publications Shared directory listings

6. CONFIDENTIAL - Draft not for circulation outside QRCA Board of Directors QRCA Brand Positioning for Research Buyers Brand Identity Brand Personality Emotional Brand BenefitsBrand Image Functional BenefitsCore Essence What facts and symbols represent the brand? What is the brand’s character or personality traits? How does the brand make me feel? What does the brand say about its members? What are the physical characteristics of the brand? What are the core brand values? Teal and gold Q logo Members around the world Industry-leading resources Qually Award for Excellence in QR Qualitative experts Knowledge-able but down-to- earth Tolerant Accepting, warm, caring Stands for insight in all its forms Confident Supported in my decision Professionals Committed to personal and professional development Contributing to the profession Contributing to client organizations QRCA Website VIEWS Magazine International Joint Conference Symposium on Excellence in QR Qcast webinars LinkedIn discussion group Online member directory o Find a Researcher Affiliation with AMA GreenBook alliance Passion for knowledge Respect Sharing Creativity Ethics